Relying less on print
The majority (92%) of advertisers are using Internet advertising in their media campaigns
followed by print advertising at 88 percent, according to a new LinkedIn Research
At the same time, less than half are using radio advertising (46%), television advertising
(46%) and mobile advertising (39%). The Harris poll found there is a regional difference
as advertisers in the South are more likely to use radio advertising (57%) and television
advertising (56%) while those in the West are least likely to use both (39% each).
Among those advertisers who are using each of these types of media, there is a difference
in the level of usage since last year. Three-quarters of those who use Internet
advertising (74%) say they are incorporating it more often while 69 percent of those who
use mobile advertising are using it more often compared to a year ago. Unsurprisingly, the
largest drop is with print advertising as half (49%) of those who use it are using it less
often compared to a year ago while 41 percent are using it the same amount.
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